Is this the "masked" BETA of a sharing site called Google Circles? 
If so.. Hey, Google, it's been done before! This BETA launches tomorrow, it will allow sharing of users' PETs, photos, videos and updates, reminds old-timers of times past.. And, in true Google fashion Google denies it's working on Circles.

 I personally DOUBT this is a BETA of Circles; however, the colors sure look Google-ish.....It is thought the network will allow users to selectively share content with people who are members of different social circles in their lives. Users will be able to filter what content is shown to which group. 

Reports that Google Circles is to launch at the South by Southwest technology event, currently taking place in Austin, Texas, were yesterday denied by Google. The company also refused to confirm or deny any plans for a social network. 

Google has tried to ride the social networking wave twice before, the last time proving a public relations disaster. Just days after unveiling Google Buzz in February 2010, the company was forced to announce a massive overhaul after receiving a deluge of complaints. The new media tool allows users to share messages, web links, photos and videos with friends and colleagues directly within Gmail. 

However, when it launched it automatically linked users with other people they were judged to contact the most. In their eagerness to kick-start the project, Google failed to recognise many users would resent being 'followed' by others without their agreement.

 Google integrated Buzz directly into Gmail in an attempt to tap into its then-existing pool of 176million users and to quickly challenge Facebook. 

Following the criticism, they created a new tab within Gmail will make it easier to opt out of Buzz altogether and apologised to its users. 

In 2004, Google launched the Orkut social network. But while Orkut is big in certain overseas markets like Brazil, it failed to attract users in the UK and U.S.